• by Sarah Mahoney , Yesterday

Rare Beauty, the Selena Gomez–owned beauty brand, is expanding beyond Sephora for the first time, moving into Ulta Beauty stores five years after its launch. A curated selection of products will be available next month in Ulta’s 1,500 locations.

The partnership also includes a first for Ulta: a monthlong giving initiative in February that splits donations 50/50 between the Ulta Beauty Charitable Foundation and Rare Beauty’s Rare Impact Fund, which supports youth mental health. Gomez has made mental health advocacy central to the brand’s mission.

“This brand is about accepting yourself fully and embracing all the things that make you, you,” Gomez said in the announcement. “Expanding means we get to share that mission with even more people, and that makes me really proud.”

The launch will feature Rare Beauty’s best-selling products and hero collections, including its Soft Pinch Liquid Blush, Brow Harmony Flexible Lifting Gel and Warm Wishes Effortless Bronzer Stick, along with two Ulta-exclusive kits. Marketing support includes branded in-store and online elements, such as window banners and co-branded gift cards.

For Ulta, the deal offers access to a highly engaged, younger beauty shopper. Rare Beauty was named the most popular celebrity beauty brand of 2025 in Fresha’s annual ranking, topping a crowded field that includes Kylie Cosmetics, Fenty Beauty and Rhode, driven by strong search interest and a massive social following. Women’s Wear Daily reports that Rare Beauty generated $400 million in annual sales in 2024, up 14% from the prior year, and was the most-searched brand on Ulta.com last year.